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THE MEDIA AFRICA ANNUAL_digital

Ampofo says that new media
was starting to feature in Ghana,
but that traditional media –
particularly radio – still plays a
huge role. Radio penetration is
91%. “Everybody listens to the radio
whether they’re driving into work
with their car radios on, listening
in their corner shops or walking in
the street with a hand-held radio
set. It’s a ubiquitous medium that
will always remain relevant in the
Ghanaian market,” he said.
FM radio only started in 1988,
leading to foreign stations such as
Voice of America, BBC and Radio
France Internationale entering the
broadcast arena. But it was only in
1995, after a major demonstration
by the public, that government
finally issued FM frequencies for
privately held stations.
The PAMRO 2015 Country
Report, coming off a base of 3.2
million listeners, lists Hello (20%)
as the biggest station in terms
of reach, followed by Peace FM
(18%), Angel (18%), Kessben Radio
(16%), Adom (15%), Fox (15%),
Metro FM (14%), Ash FM (13%),
Nhyira (13%) and Sky (12%).
The state-owned and run Ghana
Broadcasting Corporation (GBC)
was launched in 1935, as the then
Gold Coast Broadcasting System
(renamed in 1957 with the country’s
independence from Britain).
Television launched in 1965 and TV
penetration today is at 92%. Apart
from the GBC, there are several
private networks such as TV3, Metro
TV, Viasat 1, TV Skyy and TV Africa
as well as global operators such
as the BBC and CNN. The PAMRO
Country Report of 2015 reports
that the relatively new United
Television Ghana has the most
reach, followed by TV3, GTV, Viasat
1, Metro, Crystal Xtra, GH One, TV
Africa Net 2, and E TV.
Measurability of television
audiences was difficult until
recently. Ampofo adds, “For years
the network couldn’t tell me who
was watching. But as soon as I put
the programme on my website,
the internet service provider was
automatically able to count and
locate people following the show.
So, the introduction of new media
into the market is allowing for some
sort of measurability.
For traditional advertising
campaigns that use print, radio or
television, however, it is still quite
difficult to correctly understand the
extent to which they are effective,”
said Ampofo. n
Ghana FAST FACTS
Population: 26,327,649, Urban: 54% of
population
Age
structure:
0-14 years: 38.38%, 15-24
years: 18.69%, 25-54 years:
33.95%, 55-64 years: 4.84%,
65 years and over: 4.14%
Ethnic
groups:
Akan: 47.5%; Mole -
Dagbon: 16.6%; Ewe:
13.9%; Ga-Dangme:
7.4%; Gurma: 5.7%;
Guan: 3.7%; Grusi: 2.5%
Mande- Busanga: 1.1%,
other tribes: 1.6%
Languages: Asante: 14.8%, Ewe:12.7%,
Fante: 9.9%; Boron: 4.6%;
Dagomba: 4.3%; Dangme:
4.3%; Dagarte (Dagaba):
3.7%; Akyem: 3.4%, Ga:
3.4%, Akuapem: 2.9%;
Others (includes English -
official): 36.1%
Literacy: 76.60%
Income: Share of income of
highest 10%: 44.7%;
Under poverty line: 40.5%
Internet users: 5.18 million
Internet
20%
penetration:
Mobile users: 30.4 million (2014)
Source OMG Africa June 2016
“Everybody listens to the
radio whether they’re
driving into work with
their car radios on,
listening in their corner
shops or walking in the
street with a hand-held
radio set.”
– David Ampofo
20 WEST Africa
THEMEDIA AFRICA ANNUAL 2016